Innovative tech snow gear brand spotlights growing gap in snow sport industry market

Nobody’s Princess – an innovative technical snow gear brand for women – is disrupting the snow sports industry by spotlighting a growing gap in the market, which has long overlooked the needs of female athletes and enthusiasts.

Maria Baker (pictured below), founder of Nobody’s Princess, is on a mission to give women the confidence to hit the slopes and has designed snow gear for all body types, shapes and sizes.

Nobody’s Princess was launched amid the COVID-19 lockdowns in 2020 and has since seen rapid growth, recently earning the 2024 STWS Australian and New Zealand Sports Tech Award for the Fast Growth category.  

The brand was created to ensure women and girls feel confident in snow gear – offering functional, high-performance clothing designed for skiing and snowboarding in extreme temperatures and conditions.

An avid snowboarder since 2017, Baker struggled to find snow gear that comfortably fit her body shape, while allowing for full freedom of movement when on the slopes. A breakthrough came on a snowboarding trip in 2018 when Baker’s new snow pants ripped on a chairlift—prompting her to question why snow gear wasn’t made for women’s bodies.  

Baker shares "that moment on the chairlift was a wake-up call - not just for me, but for so many women who shared similar frustrations with snow gear. Hearing other women express the same struggles made me realise that we deserve gear designed for our bodies and our comfort.

“My goal with Nobody’s Princess is simple – to empower women to feel confident and unrestricted on the slopes, so they can focus on enjoying the sport they love.”  

Baker set out to partner with a designer who understood both the technical aspects of snow apparel and the unique needs of women.

Baker added “Partnering with a designer in this space was a game-changer. Together, we designed and tested a range of snow gear that fits and moves with women’s bodies, whilst not compromising on style.   

“Nobody’s Princess is about reclaiming our space in snow sports. This brand is for every woman who’s ever felt out of place in a sport dominated by male standards. We’re here to change that and push the boundaries, one perfectly fitting snow pant at a time.”

Nobody’s Princess has built a devoted fan base and is now available to customers worldwide through its online store. With its sights now set on expanding in the US market, the brand is taking the global snow sports industry by storm.

For more information visit nobodysprincess.com.au/